Buriram United: The benefits of building a relationship between sport and esport

Over the past 12 months the growing relationship between traditional sports and esports has blossomed worldwide. Sports-centric sponsors have begun to collaborate with competitive gaming organisations, such as Nike partnering with T1, whilst sporting teams have begun to integrate esports into its business.

Speaking at ESI Digital Summer’s ‘Synergies between sports & esports in Asia-Pacific’ panel, Buriram United Esports’ CEO, Chaichanok Chidchob, discussed how the football club transitioned into competitive gaming and also the benefits of doing so.